The Weekly Unaided Awareness Chart includes any film more than six weeks from release, registering at least 1% unaided awareness (UA). This metric is highly correlated to opening weekend gross. Early signs of UA more than six weeks out often translate to box office success upon release.
One of the great marketing axioms is to use the arrival of a blockbuster to introduce future high-profile releases. And so, with WICKED arriving in theaters, Universal gave us trailers for THE BAD GUYS 2 and HOW TO TRAIN YOUR DRAGON, both arriving next summer.
The passing of the baton seems to have worked as DRAGON – the larger of the two properties – debuted this week with 1% unaided awareness. This stands in sharp relief to MISSION IMPOSSIBLE: THE FINAL RECKONING, which failed to reach 1% on the heels of its trailer two weeks ago and fell even further away from the 1% threshold this week.
Meanwhile, Warner Bros. released a second trailer for A MINECRAFT MOVIE, which successfully increased unaided from 1% to 2% this week. MINECRAFT has now been on the chart for three straight weeks. After a rocky start to the campaign, the film is looking more and more solid.
Elsewhere, MOANA 2 arrived in theaters with 20% unaided awareness, topping the 17% for WICKED on its day of release. And Y2K reached 1% for the first time this week.
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